Coverart for item
The Resource Advertising age handbook of advertising, Herschell Gordon Lewis, Carol Nelson ; foreword by Rance Crain

Advertising age handbook of advertising, Herschell Gordon Lewis, Carol Nelson ; foreword by Rance Crain

Label
Advertising age handbook of advertising
Title
Advertising age handbook of advertising
Statement of responsibility
Herschell Gordon Lewis, Carol Nelson ; foreword by Rance Crain
Title variation
Handbook of advertising
Creator
Contributor
Subject
Genre
Language
eng
Summary
Writing in a friendly, engaging style, authors Herschell Gordon Lewis and Carol Nelson cover every facet of a modern advertising campaign with authority, including determining the objectives of your ad campaign; planning and strategizing your approach; Allocating the appropriate budget in order to get the results you want; identifying your product's Unique Selling Proposition (USP); choosing the most efficient media (from the ever-increasing number of options, including print, television, online, and alternative media); testing an advertisement's potential effectiveness; and evaluating your campaign's results
Cataloging source
DLC
http://library.link/vocab/creatorDate
1953-
http://library.link/vocab/creatorName
Nelson, Carol
Dewey number
659.1
Illustrations
illustrations
Index
index present
LC call number
HF5823
LC item number
.N36 1999
Literary form
non fiction
Nature of contents
handbooks
http://library.link/vocab/relatedWorkOrContributorDate
1926-2016
http://library.link/vocab/relatedWorkOrContributorName
Lewis, Herschell Gordon
http://library.link/vocab/subjectName
Advertising
Label
Advertising age handbook of advertising, Herschell Gordon Lewis, Carol Nelson ; foreword by Rance Crain
Instantiates
Publication
Note
Includes index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
  • 3.
  • Budgeting
  • Interview with Valentine Zammit
  • 4.
  • Creative Strategy
  • Interview with A. Keith McCracken
  • 5.
  • Media
  • 6.
  • Production
  • Foreword
  • Interview with Tom Veazey
  • 7.
  • Testing and Research
  • 8.
  • Evaluation: Relating Results to the Message -- and to the Objectives
  • 9.
  • Poised at the Edge of the Springboard
  • Interview with Charles D. Peebler, Jr.
  • App. A.
  • Marketing to African Americans: New Realities Today, New Visions for Tomorrow, by Stedman Graham
  • Rance Crain
  • App. B.
  • A Classic Agency Approach to the Question of Compensation
  • 1.
  • The Purpose of Advertising
  • 2.
  • Planning the Communication
  • Interview with Cliff Einstein
  • Interview with C. Michael Palmer
Control code
39257420
Dimensions
24 cm
Extent
xi, 228 pages
Isbn
9780844236704
Lccn
98008362
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
Other physical details
illustrations
Label
Advertising age handbook of advertising, Herschell Gordon Lewis, Carol Nelson ; foreword by Rance Crain
Publication
Note
Includes index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
  • 3.
  • Budgeting
  • Interview with Valentine Zammit
  • 4.
  • Creative Strategy
  • Interview with A. Keith McCracken
  • 5.
  • Media
  • 6.
  • Production
  • Foreword
  • Interview with Tom Veazey
  • 7.
  • Testing and Research
  • 8.
  • Evaluation: Relating Results to the Message -- and to the Objectives
  • 9.
  • Poised at the Edge of the Springboard
  • Interview with Charles D. Peebler, Jr.
  • App. A.
  • Marketing to African Americans: New Realities Today, New Visions for Tomorrow, by Stedman Graham
  • Rance Crain
  • App. B.
  • A Classic Agency Approach to the Question of Compensation
  • 1.
  • The Purpose of Advertising
  • 2.
  • Planning the Communication
  • Interview with Cliff Einstein
  • Interview with C. Michael Palmer
Control code
39257420
Dimensions
24 cm
Extent
xi, 228 pages
Isbn
9780844236704
Lccn
98008362
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
Other physical details
illustrations

Library Locations

    • Journalism LibraryBorrow it
      102 Reynolds Jrnlism Institute, Columbia, MO, 65211, US
      38.947290 -92.328025
Processing Feedback ...